UNIVERSIDAD DE ESPECIALIDADES ESPÍRITU SANTO

FACULTAD DE ESTUDIOS INTERNACIONALES

SYLLABUS
ENGLISH VERSION
FOR DAC 11 VER 19 05 08

SUBJECT: Product Development CODE: UMKT 380

FACULTY: Troy N Salem, M.A. CREDITS: 3 UEES (S.N.C.C. 4.8)
CONTACT HOURS: 48 NON-CONTACT HOURS: 96
YEAR: 2008 PERIOD: FALL II
DAYS: Mondays-Thursdays SCHEDULE: 11:45 – 13:05
ROOM: F-26 SYLLABUS DATE: Oct 13/08

1. COURSE DESCRIPTION
MKT 380, Product Development. This course exposes the student to the decision-making processes involved in product development with
emphasis on creating successful new products. The major types and processes of product development methodology are presented from
searching for a competitive idea through creating, launching, monitoring, and adjusting new products. Concepts, theories, and techniques are
applied to case studies about successful innovations and to individual student projects to help each student learn to use product development
principles. Regular class discussions and project presentations emphasize creative thinking, problem solving, listening critically,
communicating persuasively, and using analytical tools to improve product development decisions and processes. Where possible, classroom
discussions will place special emphasis on developing and introducing new products to the local marketplace and, where appropriate, other
markets.

2. JUSTIFICATION
This course provides the students with essential training and knowledge in the New Product Development component of marketing. New
Product Development (NPD) represents an opportunity to create competitive differentiation, reach new markets, and grow revenues.

3. OBJECTIVES
a. GENERAL
 To understand the methods and strategies involved in New Product Development.

b. SPECIFIC
  To recognize the fundamental approaches utilized in new product development.
 To understand the challenges involved in following the critical path of new product development.

4. COMPETENCIES
 To understand and define the basic principles of strategy, idea generation, product design, prototyping and production.
 To assess market needs and potential demand for new products.
 To identify contemporary trends and influences which affect new product strategy.
 To understand the various manners in which the new product may manifest itself in today’s market.
 To determine the following factors that influence and limit product development: strategic planning, principles and elements of
design, product performance/quality, intrinsic/extrinsic cues, and dimensions of apparel, food, and consumer goods.
 To analyze and critique new product case studies.
 To identify non-starters.
 To explain the process of planning and developing a line of goods.
 To understand the role of standards and specifications in product development.
 To execute a new product development plan: from idea generation to product delivery.

5. COURSE CONTENT OUTLINE

SESSION SPECIFIC COMPETENCIES UNITS/CONTENTS NON-CONTACT HOURS

ASSESSMENT
(96 HRS.)
Subject(s) to be covered Assignment & number
How assignment
of allotted hours-
will be evaluated
specify pages
1 The student learns about Introduction to Course and Concepts No Assigned Reading
In-class
Oct 27 New Product Development
Participation Evaluation
Monday and the context of idea
2 generation. Definition of roles. Product. Study Marketing In-class
Oct 28 Concepts; how to proceed; factors to pp. 5-27 (22 pgs) Participation Evaluation
Tuesday consider; concept methodology;
consumer testing
 3 Product attributes - what they are Study Marketing In-class
Oct 29 and their significance pp. 264-291 (27 pgs) Participation Evaluation
Wednesday
Concept testing approaches; Study NPSS pp. 1-16 (16
The student develops an
4 sampling methods; role or sensory pgs). In-class
understanding of how
Oct 30 evaluation; Preparation of concept Participation Evaluation
consumer input becomes
Thursday testing documentation,
innovation.

Nov 3 H O LI DAY
Monday
Quiz 1 Study NPSS pp. 17-52;
Requirements for product Starbuck’s (35 pgs).
5 In-class
development authorization.
Nov 4 Participation Evaluation
Development of product
Tuesday
specifications.

Prototype development; role of Study NPSS pp. 53-87;

In-class
6 ingredients and processing in Cellular One; Ault; (34
Participation Evaluation
Nov 5 defining attributes pgs).
Wednesday
Prototype development; role of Study MNP pp. 49, 54-
The student recognizes the ingredients and processing in In-class
7 61, 84-93
strength of the power of the defining attributes, part 2 Participation Evaluation
Nov 6 (16 pgs).
Thursday prototype, as well as its
limitations. Review for Test 1 Study MNP pp. 104-141,
8 146; Paragliders In-class
Nov 10 (38 pgs). Participation Evaluation
Monday

Quiz 2 No Assigned Reading Assessment

9
Nov 11
 Tuesday
The student reviews the Process flow sheet development; Study MNP pp. 147-155;
10 SWOT process. factors to consider in process Gannett (8 pgs). In- class
Nov 12 development; process optimization; Participation Evaluation
Wednesday HACCP, PARS.

Process flow sheet development; Study MNP pp. 202-203

11 factors to consider in process and NPSS pp. 127-161
In- class
Nov 13 development; process optimization; Ford Taurus; Canon; (36
Participation Evaluation
Thursday HACCP, PARS, part 2 pgs).

12 Factors to consider beyond Study MNP pp. 160-

Nov 17 formulation and processing shelf life 191; Broderbund; In- class Participation
Monday requirements; product performance Marriott; (31pgs). Evaluation
testing; market positioning

13 Review for Mid-Term Review for Mid-Term In-class

Nov 18 Participation Evaluation
Tuesday
Mid-Term Examination No Assigned Reading
14 Assessment
Nov 19
Wednesday
The student creates a critical Factors to consider beyond Study NPSS pp. 163-
In-class
15 path. formulation and processing shelf life 192; Sunfish; Strollers
Participation Evaluation
Nov 20 requirements; product performance (30 pgs).
Thursd testing; market positioning, part 2
ay
Integration of R&D; specifications; Study NPSS pp. 193-
In-class
16 manufacturing and marketing 228; MCI; Lever (35
Participation Evaluation
Nov 24 developing test market strategies; pgs).
Mon how to run a plant trial.

Quiz 3 Case Study (10 pgs). Assessment

 17 Shelf-life requirements and factors
Nov 25 affecting shelf-life and product
Tuesday attributes; methods of assessment

The student identifies Shelf-life requirements and factors Study NPSS pp. 89-125;
In-class
18 various extrinsic factors to affecting shelf-life and product Slim-Fast; Glaxo Zantac
Participation Evaluation
Nov 26 the NPD process. attributes; methods of assessment, (36 pgs).
Wednesday part 2

Product Roll-out; Road-locks to No Assigned Reading In-class

19 successful product development. Participation Evaluation
Nov 27
Thursday
20 Review for Test 3 NPSS pp. 267-297; In-class
Dec 1 MTV; Fuji; Snapple (30 Participation Evaluation
Monday pgs).

21 Quiz 4 Study NPSS pp. 229-265 Assessment

Dec 2 (36 pgs).
Tuesday
22 The student recognizes Product Roll-out; Road-locks to Study NPSS pp. 299-
Dec 3 importance of first response successful product development, 318; (19 pgs). 502 Total In-class
Wednesday to early feedback. part 2 pgs. Participation Evaluation

23 Test safety of product and Current Issue

In-class
Dec 4 characterize attributes. Final TBA
Participation Evaluation
Thursday consumer testing and evaluation of
results

24 Test safety of product and Current Issue In-class

Dec 8 characterize attributes. Final TBA Participation Evaluation
Monday consumer testing and evaluation of
 results, part 2

25 Continue production and evaluation Current Issue In-class

Dec 9 of product. Process prototype TBA Participation Evaluation
Tuesday product and evaluate

26 The student understands Continue production and evaluation Case Study In-class
Dec 10 today’s production climate. of product. Process prototype TBA Participation Evaluation
Wednesday product and evaluate, part 2

27 In-class
Dec 11 Final Project Presentations Participation Evaluation
Thursday

28 Review for Final Exam Case Study

In-class
Dec 15 TBA
Participation Evaluation
Monday
No Assigned Reading
29 Final exam No Assigned Reading Assessment
Dec 16
Tuesday
30
Dec 17 Review Grades
Wednesday

6. METHODOLOGY
Various methods of learning techniques will be used including lectures, open class discussion, presentations, case studies, and group
activities.
7. ASSESSMENT/EVALUATION
The student will be assessed through daily participation and evaluation by written work, group projects and testing. By the conclusion of
this class the student will be able to recognize and identify key objectives and will be able to fundamentally apply what was learned based
upon the information given in this bi-mester of instruction.

a. Specific Evaluation
For this course, you will be evaluated based on the following:
 Completion and knowledge of the assigned course readings,
 Completion and presentation of group projects.
 Completion of investigative research projects.
 Four in-class examinations,
 Completion of assigned homework.
 Productive in-class participation

b. Additional Information
 DO NOT WAIT to contact the instructor if you have an issue with an assignment, your personal situation has changed or a
technology issue has suddenly arisen (e.g., My hard-drive crashed last week!). You will be given NO credit for failing to follow the
specific time lines and due dates as outlined in your assignment sheet given the first week of class. Daily interaction with the
instructor is vital and necessary in order for you to be successful in this class!

8. BIBLIOGRAPHY

8.1 REQUIRED:
Kerin, Robert A, et al. (2002). Marketing, 7th Edition. New York: McGraw Hill Publishing.

Kuczmarski, Thomas D. (2000). Managing New Products: Using MAP System to Accelerate Growth, Third Edition. Chicago: The
Innovation Press.

Thomas, Robert J. (1994). New Product Success Stories: Lessons from Leading Innovators. New York: John Wiley & Sons, Inc.
 8.2 COMPLIMENTARY:
None

8.3 WEBLIOGRAPHY:
EBSCO DATABASE
A large assortment of product development links can be found through:
http://www.agmrc.org/agmrc/business/startingbusiness/productdevelopmentlinks.htm

8.3 HANDOUTS/READINGS:
TBA

9. FACULTY INFORMATION

NAME: Troy Najeeb Salem

.
Academic Credentials
UNDERGRAD: B.A., Economics, San Diego State University.

GRADUATE: M.A., Latin American Studies/ Political Economy, San Diego State University.

CELTA: Southern Cross Teacher Training Centre, EC.

E – MAIL: troys1205@yahoo.com

10.
Prepared by: Troy N Salem Date: Oct 13, 2008

Reviewed by: Dean Mónica Reynoso Date: October, 2008